Premium beauty and personal care will remain a growth engine, though at a slower pace than in the review period. While demand for premium formats, fragrances, and dermocosmetics will remain strong, shoppers are becoming more selective.
An emerging behavioural shift is the slow move away from brand loyalty toward ingredient and function-first decision-making. Estonian consumers are reading labels more closely and are increasingly brand-agnostic—especially in categories like skincare and baby care.
Innovation in the premium segment will likely focus on clinical claims, skin sensitivity, and low-intervention beauty. Consumers want clear results but without overly complicated routines.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Premium Beauty and Personal Care industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See all of our definitionsThis report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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